Content Marketing, Content Promotion, Executive's Corner, Owned Media, Shared Media
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I know you won’t like this, but I have some news for you: Nobody is sitting around waiting for your content to appear.

Many businesses who are betting on acquiring and retaining customers with content act as if the whole world has been waiting for it—as if it were inherently bound to get attention once it’s made available for public consumption. Eventually (and inevitably) this mindset leads to frustration.

When businesses decide to put content at the core of their strategy, the vast majority of their resources are put into planning and creating said content. Then they hit “Publish” and hope it goes viral. “Of course it will! We are so interesting,” they think to themselves.

But readers of this publication will know that it takes a lot more than that.

Over the past few months, I’ve experienced this mentality time and time again during workshops and conversations with managers. Apparently, I’ve been in the content marketing silo for too long, thinking that by now everybody gets it: The consumer is at the core of marketing communication — not the brand, not the product, not the company. But the truth is that most managers still think modern marketing communication goes like this:

How NOT to market

Graphic via HBR

When it should actually be like this:

The RIGHT way to market

Graphic via HBR

Customers Don’t Care About Your Brand

A few weeks ago I was conducting a workshop and we were developing the brand story that we thought should be told. But we kept hitting a wall.

“We need to say how reliable we are. We need to communicate our unique selling point and position our brand,” the workshop attendees kept insisting.

Sorry, but this is a crime against content.

Having a strong brand is still important in our fast-paced world; there is no denying that. However, some things have changed. A strong brand (especially in B2B) is shaped by usefulness. Or, as Jay Baer puts it, youtility. When you communicate, getting attention isn’t enough (sorry clickbait fans). You have to think beyond the click.

At the very moment you grab a visitor’s attention with content, you are taking their time away from them, so you better make it count. Be useful to them and it will be a positive experience. Multiply this by many potential clients and your brand starts getting into shape.

Brands are shaped by usefulness and the customer experience—not by you shouting as loud as you can about how awesome you are with your multi-million dollar image campaign. If you help someone, you’ve got their sympathy and they feel inclined to reciprocate. If you waste their time, you are annoying to them.

Traditional marketing is telling the world you’re a rockstar. Content marketing is showing you are one. – Robert Rose

If you embrace “Show, don’t tell” as a fundamental principle, it will help you create better content. Distribution begins with the content itself.

Don’t Rely on SEO Alone

For a lot of people, the thinking goes like this:

“We produce a lot of amazing content and make it available to Google for crawling and indexing. They know about online content better than anyone and they’ll figure out that we are just the best at this, and after a while, we’ll rank at the very top. That will bring us a lot of traffic and customers. Let’s do this!”

This is plainly and simply negligent. And yet there are so many still doing it. Think about the differences between search and social media. People don’t “discover” content by looking for it; it finds them through the attention it’s getting from conversations others are having about and around it. On social media, serendipity is king.

For blog posts, I recommend writing separate meta data for search and for social so that you can optimize for both channels. The best content not only creates conversations, it’s also shared—on both “visible” channels and dark social channels.

Let’s sum this up:

  • Stop wasting people’s time with your brand drivel and put youtility at the center of your content.
  • Don’t take attention for granted. Optimize your content and distribution tactics so that you exceed readers’ expectations.
  • Always take into account the context in which content will appear to your audience. Don’t just post a link; make it relevant to your audience for the setting in which they will stumble upon it. Empathy is more than a buzzword.

As a project manager, I like to advise clients and contacts to remember that every new content piece is a project in itself. You have to plan distribution before hitting “Publish” and you can never take attention for granted. Once you have really gotten into this new mindset, you’ll find distribution a whole lot easier.

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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
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Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

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